Part 1: What is the overjustification effect?The overjustification effect is a psychological theory. It can be used to help us understand how rewarding customers can actually hurt customer perceptions of a brand. Research has shown that when you reward people for doing something that they already enjoy, they may actually begin to lose interest in that activity over time. How does this work?
One classic study examined the effects of rewards on children who enjoy math (Greene, Sternberg, &....